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23 Stats We Gained from Surveying Marketing Leaders [New Data]



23 Stats We Gained from Surveying Marketing Leaders [New Data]

A recent HubSpot Blog survey asked 1,067 global marketing professionals working in B2B and B2C companies about the top marketing trends they leverage, the strategies they use, and the challenges they face.

In this post, we’ll discuss the insight we gathered from director+ level marketers about their companies marketing strategies and what they will look like in 2022. Read on to learn:

Trends Marketing Leaders are Following

1. The top trends marketing leaders follow are short-form video, experiential marketing, and influencer marketing.

top trends marketing leaders are following in 20222. The trends marketing leaders follow that have the highest ROI are influencer marketing, short-form video content, and permanent social media content.

3. The trends marketing leaders companies invest the most in are short-form video content, inbound marketing, and social responsibility.


4. Marketing leaders say they’ll increase their investments in content marketing, social media marketing, and influencer marketing.

5. Influencer marketing is the most effective trend that director+ marketers companies leverage.

Marketing Strategies Marketing Leaders Use

1. The primary marketing strategies director+ level marketers say their companies use are social media marketing, content marketing, and co-marketing.

marketing leadership stats: primary marketing strategies

2. The most popular media formats in director+ level marketers’ content strategies are videos, infographics, and blogs.

3. The top platforms director+ level marketers companies post video content on are Facebook, YouTube, Instagram, and TikTok.

4. 48% of director level+ marketers say their primary goal when running marketing campaigns in 2022 is increasing brand awareness, followed by increasing engagement and increasing revenue.

marketing leadership stats: marketing campaign goals

5. 41% of director+ level marketers companies leverage social media, making it the top leveraged channel with the highest ROI.


6. 51% of director+ level marketers say their marketing budgets will increase in 2022.

marketing leadership stats: marketing leadership budgets

7. The top leveraged social media marketing strategies are short-form video, influencer marketing, and engaging with audiences in comment threads. Short-form video is the most effective and has the highest ROI.

8. 82% of director + level marketers use automation in their marketing role, and the strategies they leverage are chatbots, content automation, and task management.

9. YouTube is the most popular social media platform leveraged by director+ level marketers companies, followed by Instagram and Facebook.

marketing leadership stats: top leveraged social media platform

10. 83% of director+ level marketers personally use content marketing in their roles, making it the top leveraged channel. Social media and email marketing are the second and third most used.

marketing leadership stats: marketing leader strategies

11. Director level + marketers day the top email marketing strategy their companies leverage is mobile-friendly emails.

12. Director+ level marketers say the marketing roles that will take top priority in 2022 are Content Marketing Manager, Content Strategist, and Creative Assistant.


Challenges Marketing Leaders Face

1. Director+ level marketers say the biggest challenges they face on social media are creating engaging content (26%), reaching target audiences (25%), and tying social activities to business outcomes (25%).

marketing leader stats: biggest social media challenges

2. Director + level marketers say the biggest challenges they face with content marketing are improving SEO performance, creating content that receives high levels of online engagement, and creating content that generates leads.

3. Staying up-to-date on search engine algorithm updates and building domain authority are the top challenges director level + marketers face with SEO.

4. The five biggest challenges director + level marketers face in their roles are training their teams, measuring the ROI of marketing activities, getting sales-marketing alignment, and growing a global audience.

marketing leadership stats: marketing leadership challenges

5. Director+ level marketers say the biggest email marketing challenges are measuring ROI, increasing engagement, and emails getting sent to spam.

6. Ensuring a good candidate experience, finding candidates with the right skillset, and attracting diverse candidates are the top challenges director+ level marketers face with hiring candidates.

marketing leadership stats: biggest hiring challenge

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How marketers are preparing for the future of in-game ads



Gen Z metaverse users are more trusting and willing to spend

As the IAB rolls out new ad standards for gaming, marketers at brands and agencies are preparing for the future of in-game ads. That’s because more consumers than ever identify as gamers (up to three billion globally), and with new technology and gaming experiences, they’re more reachable by brands.

One sign of how the landscape is changing, adtech companies like Anzu are partnering with publishers to provide dynamic ad placements in-game. This allows brands who don’t have a comprehensive gaming strategy to test and learn, and also to incorporate gaming into a broader omnichannel media strategy.

But the sheer size of the gaming audience – over 200 million gamers in the US alone – means marketers who get more involved can produce greater returns by tapping into this engaged population.

Lead with brand strategy. Partnerships between game publishers and adtech companies are making it easier for brands to find their audiences in-game. Brands don’t have to speculate as much about if their customers are playing specific games. And if a brand’s customers are already playing the game, marketers should dive in, too.

“We don’t necessarily have a gaming strategy,” said Paul Mascali, head of games and esports for PepsiCo. “We have a brand strategy that gaming can help. We do this by leveraging data with third parties or internal data to reach those consumers who are consuming the content.”

Read next: PepsiCo’s strategies for marketing via online games and esports

Understanding the community. Also, brands should be consistent and show that they’re invested in the gaming community, Mascali said.


That’s because the gaming community – or, more specifically, the communities built around specific games – are multi-faceted.

For instance, gamers aren’t just plugged into the gameplay. They soak in the culture around the games on streaming platforms like Twitch. But just because videogame fans are passively watching another expert player on a streaming video doesn’t mean they’re not engaged and listening attentively.

“Twitch streamers are a great example of modern day gamers,” said Sarah Ioos, head of sales for the Americas at Twitch. “Non-gaming content has erupted — it doubled during the pandemic in year one. Gamers are not a monolith, they’re multifaceted. We see Twitch streamers bringing more of their whole self into their streaming.”

More lifestyle categories. As PepsiCo has demonstrated, there is a natural crossover between gaming and sports, which leads to traditional sports categories like beverages and snacks.

During the pandemic, when everybody, including gamers, were shut in, gaming content expanded. Gamers were sharing more about their lifestyles, including exercise routines, cooking, fashion and other interests.

This holistic perspective on gamers opens up more opportunities for brands that want to connect with Gen Z and Millennial consumers.

Get MarTech! Daily. Free. In your inbox.


Many touchpoints. Another interesting aspect about Twitch is that desktop is still the preferred device for their audience, according to Ioos.

Consumers are engaging with gaming content on many different devices and in different contexts, and this allows marketers to finetune their mix. If hardcore gamers and Twitch watchers are on desktops at the home, other more liesure gamers might be playing on mobile while commuting or shopping.

Why we care. All of this means that the strategy has flipped for marketers. Instead of finding a subset of gamers within their audience, they can now look across the billions of gamers and find their audience and subsegments.

Addressability for in-game advertising is still in the early stages, but now there are more opportunities, according to Keith Soljacich, head of innovation at agency Publicis Media.

“More data means more actionable places to find our audiences,” said Soljacich. “[Publishers and tech partners] are building that intelligence for audiences at the same time that opportunities are becoming available to us as marketers.”


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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